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Group Vice President, Industry Marketing at Oracle
You need to consider competition before you even start your messaging. For me, messaging should build off of positioning and a strong positioning statement should encapsulate differentiated product strategy, including how this thing we’re offering is better than other stuff that’s out there. That...more
Head of Global Product Marketing, Uber Eats for Merchants, Uber for Business, Uber Health at Uber
It all depends on your intent, your market and your business operational setup. With regards to intent, you can use competitive information to inform your unique and differentiating features and solutions. This can certainly help you craft a more compelling narrative that uniquely stands out. I w...more
Head of Product Marketing at Tray.io
I think there are two ways to look at this. One is differentiation. What, specifically, does your product or company do that's different from other/existing solutions. This should always key component of messaging. It's the answer to "why us?". Intro presentations close on key differentiators, it...more
Lead Product Marketing Manager at Glassdoor
During the development of the value proposition and/or positioning statement stage is when I start to incorporate competitve information in messaging. Once it is clear where we can win or differentiate, then it is highlighted in the statement and validated/proven in the reasons-to-believe and pro...more